Facelift for McDonald's
Fast Food TBWA and Trimedia aim to dispel a few misconceptions in a trust campaign for McDonald’s Switzerland.
Fast food TBWA and Trimedia want to correct a few preconceptions in a trust campaign for McDonald's Switzerland. It is time for McDonald's to "set the record straight", according to the commentary on the new campaign by TBWA Zurich for its major client McDonald's Switzerland. The image of the restaurant multinational, which used to be teased as a "bullet roaster", has not been left unscathed by the fact that films such as "Fast Food Nation" or "Super Size Me" have been received as box office hits by audiences and have triggered numerous discussion forums on the subject of "fast food" in various media. Some of the statements refer specifically to McDonald's. Others remain in the realm of "prejudice". So how should we respond?
Modern myths "History teaches us that rumors and half-truths are extremely persistent and usually last for a very long time," says McDonald's Switzerland. A large number of so-called modern myths circulate around the world about the top US brand. People tell each other all kinds of stories about the origin of the beef, the ingredients of a Big Mac, the employees and their working conditions, the restaurant facilities and much more. But what are these beliefs based on?
For this reason, McDonald's, in collaboration with the agencies TBWA and Trimedia, has now launched the information campaign "the whole truth" with a new website and advertisements. The company is telling the whole truth about itself and thus countering these "modern myths", as TBWA's strategy puts it. This means that everyone can now form their own opinion - based on well-founded facts.
Active education In a first step, two consecutive one-page advertisements are placed in selected magazines, which are intended to attract attention on the first page with a combination of snappy headlines and sometimes surprising subjects, and then provide brief and clear information on the respective topic on the following page. Interested parties can access further information on the topics via the website www.dievollewahrheit.ch, which is listed in the advertisements.
Cross-media banners will be placed on numerous websites, which will also lead to the campaign website. In the fall, a further step towards raising awareness is planned with the "Quality Scouts". Quality Scouts" will give interested parties a detailed insight into the production and processing of food and McDonald's high quality standards.
With these various campaigns, the advertising and PR agency for McDonald's wants to "support the already positive trend in image development and try to counteract rumors and half-truths in a surprising and exciting way", as CD Armin Korf at TBWA explains.
Andreas Panzeri
Modern myths "History teaches us that rumors and half-truths are extremely persistent and usually last for a very long time," says McDonald's Switzerland. A large number of so-called modern myths circulate around the world about the top US brand. People tell each other all kinds of stories about the origin of the beef, the ingredients of a Big Mac, the employees and their working conditions, the restaurant facilities and much more. But what are these beliefs based on?
For this reason, McDonald's, in collaboration with the agencies TBWA and Trimedia, has now launched the information campaign "the whole truth" with a new website and advertisements. The company is telling the whole truth about itself and thus countering these "modern myths", as TBWA's strategy puts it. This means that everyone can now form their own opinion - based on well-founded facts.
Active education In a first step, two consecutive one-page advertisements are placed in selected magazines, which are intended to attract attention on the first page with a combination of snappy headlines and sometimes surprising subjects, and then provide brief and clear information on the respective topic on the following page. Interested parties can access further information on the topics via the website www.dievollewahrheit.ch, which is listed in the advertisements.
Cross-media banners will be placed on numerous websites, which will also lead to the campaign website. In the fall, a further step towards raising awareness is planned with the "Quality Scouts". Quality Scouts" will give interested parties a detailed insight into the production and processing of food and McDonald's high quality standards.
With these various campaigns, the advertising and PR agency for McDonald's wants to "support the already positive trend in image development and try to counteract rumors and half-truths in a surprising and exciting way", as CD Armin Korf at TBWA explains.
Andreas Panzeri
